The self-styled “most widely read magazine” in the country has a traffic problem.

Parade, a 72-year-old publication that’s inserted in about 700 newspapers across the country, boasts a circulation of 32 million. But guaranteed circulation is one thing. Parade can’t hide between the pages of its 700 print partners, some which include The Washington Post, Baltimore Sun, New York Post and Los Angeles Times. The Advance Publications-owned magazine, like every publication, needs to figure out how to make the digital leap. The numbers show how wide the chasm is: Taken together, Parade.com, RecipeLion.com and DashRecipes.com only saw 1.8 million uniques in October, according to comScore.